By:Amy Rosner By:Amy Rosner | October 13, 2021 | Style & Beauty
NBC Today Show’s Jill Martin, a lifestyle and e-commerce host, is continuing her entrepreneurial skill with the new NBC Shop TODAY show.
This #girlboss cannot be stopped!
Martin is introducing consumers to a new way of shopping via their television with instant purchasing through their phones.
This innovative shopping technology provides viewers with a seamless, first-of-its-kind shopping experience.
See Also: How Danielle Bernstein Built Her Formidable (Not Just) Fashion Empire
Martin, who is a cross between Martha Stewart and Tory Burch, has earned her stripes over and over with her broad range of achievements.
As a businesswoman and celebrity host, she has inspired home and clothing lines for QVC’s G.I.LI. by Jill Martin, which offers continuously sold-out sherpa jackets, blankets, bedding, towels, and home accessories.
Referred to as the “Jill of All Trades,” Martin is a New York Knicks Sideline Reporter, Creative Director of G.I.L.I, Emcee for the Angel Ball Summer Gala, Co-Author of three fashion guidebooks, and holds the Guinness World Record for building the world’s highest-heeled shoe.
Jill is a powerhouse who continues to make waves in every industry she touches.
We sat down with Jill to discuss how her new show is creating a new blueprint of consumerism, and shaping the future of fashion as we know it!
How is SHOP Today changing the relationship between consumer and product?
I am so jazzed about the direction TODAY’s commerce business has taken. Over twelve years ago, we started the concept of “Steals and Deals” on NBC’s Today. Years later, it has been adapted and expanded to multiple platforms, including across TODAY.com, social, newsletters, and now streaming. We discovered that the viewer wants ease in a shopping experience, as well as quality and recommendations from a trusted source. Since then, we have worked tirelessly to make shopping and consuming content as seamless as possible for our viewers and the reaction has been so rewarding and overwhelming in the best way possible!
Can you talk a bit more about the specific technologies that are fostering this type of shopping experience?
Again, it is all about ease in shopping. It is a very basic formula when you get down to it – we have to nail the basics then add the technology. So on our show, I present the problem, the solution, and then the product to help get you there. After that, we’ve created a one-click solution to purchase. We started by introducing the QR code as an easy way to access our deals, for example. We have worked hard to establish that trust factor with the viewer, which really is the most important part of the formula. I pride myself on not making or selling anything I wouldn’t wear, buy or gift myself. I feel a great responsibility in this area and our team works very hard to never compromise that.
You mention that the products featured will be for the “average consumer.” How would you characterize the everyday shopper? What are their respective wants and needs?
I think that everyone is looking for something to solve a problem (and everyone, no matter how much money you have, loves a deal). I can give you an easy example. As I got older, when I wake up in the morning, my under-eyes are really puffy. I asked around and many of the women (and men) in my life have the same issue. Our team researched all the best under-eye-depuffers on the market and we went through dozens. We did the work for our viewers, came up with the best one, and then presented it. We do all the work for you, so you don’t have to. We're here to help you make more educated shopping decisions.
What are some of the advantages of shopping via your platform versus online shopping or brick and mortar stores?
When you walk into our virtual Shop Today “store” you get the full 360 experience. Walking into a retail store has its benefits: you can look, feel, touch but it doesn’t come with the story or why this product is better than the one next to it. We aren’t married to any particular brand, so we research, curate, and pick the best items from a broad range of brands for each category. I do not take that responsibility lightly and I know if I am telling someone to buy something, it will benefit them in some way.
In what ways will you use your platform and news personality to sell products? Do you think this form of advertising will be more effective than traditional forms of advertising?
I think this 360 experience is the new way of shopping – to have one destination that can give the shopper everything they need for an event or an experience, while also narrowing down the multitude of options available, is extremely beneficial to the consumer. In one click, this experience provides information, ease, and the place to purchase the solution. I have always dreamed of doing a show like this and am so proud of what we continue to bring to viewers.
When I started with QVC over 12 years ago, it was always a dream of mine to have my own brand and line that I could create to solve problems. We all have strengths and weaknesses, and I found that one of my greatest strengths is the ability to see white space in a field that is “missing” something that can solve an everyday issue.
I was always passionate about creating something of my own, and after pitching them eight times with different ideas, and getting “no” every time, they finally believed in what I was doing and gave me a chance. That is something that has resonated with our viewers and consumers. I always live by one statement: everything I sell I would use, wear, or gift. If it doesn’t fit those criteria, it is not authentic to me and so I will not endorse it. I think once you start swaying from that, the formula doesn’t work. I truly believe that everything I sell or suggest to purchase is something that will bring happiness or ease into someone’s life.
On Oct. 13, you can tune in to TODAY All Day on Peacock at 8:00 p.m. EST to catch the hour-long event hosted by TODAY Lifestyle and Commerce Contributor Jill Martin. In addition to all of the great deals Jill has in store, you definitely won't want to miss her sit-down with "Saved by the Bell" star Mario Lopez. He'll be throwing us back to 30 years ago when he played A.C. Slater (and now in the series reboot), and then fill us in on his other endeavors.
Photography by: Tyler Essary